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SOCIAL MEDIA University of Western Sydney 23 September 2013 Social Media in Australia Social Media in Australia 65% of Aussies use Social Media 45% of those users login daily and 17% of users log on to Social Media over five times a day We’re on it at all times of the day Source: Yellow Social Media Report, What Australian people and businesses are doing with social media, May 2013. Developed in association with Australian Interactive Media Association. And everywhere at home Source: Yellow Social Media Report, What Australian people and businesses are doing with social media, May 2013. Developed in association with Australian Interactive Media Association. Mobile usage is on the rise! Source: Yellow Social Media Report, What Australian people and businesses are doing with social media, May 2013. Developed in association with Australian Interactive Media Association. UWS and Social Media Social Media at UWS: Vision Our Social Media strategy will enable us to: › Connect with its students on a deep and human level › Provide tailored customer service and relevant information › › Receive real-time feedback › Show prospective students the vibrant culture of UWS Relate to students by optimising content based on reporting and insights Primary social media channels 14,013 page likes facebook.com/UniversityofWesternSydney 4,648 followers twitter.com/UWSNews 517 followers Instagram.com/UniversityofWesternSydney 574 subscribers youtube.com/UniWesternSydney 4,132 followers 45,207 followers www.linkedin.con/company/university-of-western-sydney www.linkedin.com/edu/university-of-western-sydney The Objective Build an engaging community of UWS students on social media › › › Win over our audience of students, so that they engage with our content “Show off” the best of UWS teaching, learning and research, making all those with ties to the University proud Establish the core infrastructure for an University-wide social media network of communities Our Audience Who are we talking to? Current Students Prospective Students UWS Culture & Community Campus Life Student/Alumni Achievements Thought Leadership Humour Alumni › Facebook page demographics 18-24 year olds are our primary audience What do our audience respond to? On Facebook, photo posts are the most engaging, with each photo attracting an average of 28 Likes per photo since 1 July. Avg Likes Avg Comments Avg Shares 30 25 20 15 10 5 0 Photo Status Update Video Link Share Content Planning & Creation Content Mix › With so many brands in the marketplace, it’s difficult to ensure your content reaches your audience Because of how Facebook displays posts, text-only posts are often seen by more people This post was seen by 4,418 people Images accompanied by a strong call to action will help ensure your fans see your post when scrolling through their newsfeed This post was seen by 1,949 people Content pillars Campus events (25%) Current affairs (15%) UWS UGC (25%) Around UWS (20%) Campaigns (5%) (Percentages denote expected proportion of total content) Alumni stories (10%) User Generated Content › Build an environment in which your fans know to send in their pictures and videos and know they may be rewarded with a re-post Tone of Voice What’s a Tone of Voice? › › › Defines how we interact with our audience on social channels Breathes life into the University by creating a blueprint for our writing Our tone is always underpinned by the UWS goals UWS Tone of Voice › Sparky – funny, sometimes witty, but always sincere › Open – transparent, genuine, honest › Fun – excited about the content, encouraging engagement › Knowledgeable – helpful campus guide, never lecturing › Youthful – peer to peer, relatable Listen, Learn, Optimise Reporting Objectives › Identify key conversations happening online in relation to UWS, to drive social media content and learnings › Determine the prevailing sentiment among users when discussing the University Reporting Objectives › Measure the performance of the University social platforms, particularly its Facebook page, in order to get deeper insights into published content › To make key recommendations based on the insights to help drive audience engagement Join the Conversation Next steps › › › This is the first phase of the strategy for social media at UWS It is important to get the core channels right first Longer term plan involves looking at a broader strategy for all our official UWS channels [email protected]